It's by a well-known marketer of books, Brian Jud:
http://www.publishingbasics.com/2008/11/14/ (scroll down to the 5th article)
From Phyllis Zimbler Miller and Carolyn Howard-Johnson who are collaborating on a new book on book promotion.
Carolyn Howard-Johnson, author of the multi award-winning HowToDoItFrugally series of books for writers, The Frugal Book Promoter and The Frugal Editor. She is also author of the Amazon short "The Great First Impression Book Proposal."
Learn more at http://www.howtodoitfrugally.com/